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Show Park City News Thursday. February 24, 1983 Page All Park City Area IPDAUTE Chamber of Commerce Convention and Visitors Bureau CO The packaging of bv Martv Peterson In the consumer-products field of business, "packaging" "packag-ing" means the design and structure that surrounds a product. Packaging is used to help the consumer distinguish dis-tinguish it from the other products on the shelves. And hopefully, the packaging will help convince the consumer that what's inside is a worthwhile worth-while expenditure. This lengthy description of a widely-known fact has a purpose in this column this week. It provides a correlation correla-tion to a project that is being actively pursued by several members of the Chamber-Bureau Chamber-Bureau that of "packaging" "packag-ing" the Park City vacation experience to consumers and travel agents. The idea behind vacation packaging stems from the product-packaging idea, that by offering an exciting product (in this case, a vacation in Park City), with interesting packaging (combining (com-bining one or more elements that make the product even more exciting to the consumer), con-sumer), you will sell more of your total product on a regular basis. The consumer purchases one package and gets all that the product has to offer. As an example, a vacation package might include: in-clude: three nights lodging at XYZ Hotel in downtown Phoenix, a trail ride for two one afternoon, a brunch on the patio, and two tickets to the local theatre production. Now, if you wanted to go on this vacation, you could make one phone call and make the arrangements for all these activities, rather than calling each entity separately. Packaging in the tourism-travel tourism-travel industries has proved to be a successful way to sell vacations. Before the Civil Aeronautics Board began deregulation of the airlines, travel agents were offered an increased commission percentage on the sale of airline tickets if they sold a packaged tour (ground package pack-age i.e., lodging, activities, - tf Medical society to meet in P.C. The Southeastern Medical Dental Society is holding its 11th annual medical and dental seminar from Feb. 26 through March 4, 1983 at the Shadow Ridge Hotel. There will be 150 physicians physi-cians and dentists, plus family members attending the meeting. These professional profes-sional men will be traveling from Georgia, Florida, Tennessee, Ten-nessee, Virginia, North and South Carolina. The participants partici-pants and speakers are mainly professors at medical medi-cal and dental schools in these states. In the past, the Society has rotated the site of its annual seminar among different Colorado ski resorts. This represents the first year for Antique pine chmr 818 South 9th EaM. Salt Lake L-4 V transportation) in addition to the airlines ticket. This encouraged tour components (hotels, rental cars, lift tickets, activities, etc.) to get together, putting their individual products into a packaged tour. However, now that the airline deregulation is in full swing, the commission incentive in-centive for travel agents to package ground tours no longer comes from the airlines, it comes from the package tour organizer. Travel agents want the holders of the package components to package the tour for them, and may not want to make more than one phone call to reserve that vacation for their client. The consumer, on the other hand, still demands the packaged tour, knowing that there must be more to do and see on his vacation than sleep. The package offered then may become the convincing factor for their final vacation decision. Putting together a variety of Park City packaged tours has been one of the many goals set by members of the Chamber-Bureau Tourist Marketing Committee's "packaging group." This group's activities stemmed from a frustration felt by Park City area lodges who had attempted to package their lodge in a tour, and either didn't know how, or ran into complications, hassles, and a gernal letdown let-down after trying to promote a package successfully. Working Work-ing in conjunction with members of the Chamber-Bureau's Chamber-Bureau's Lodging Committee, Commit-tee, the packaging group is attempting to educate member mem-ber lodges and components (i.e., transportation, activities activi-ties and sporting events around Park City, etc.) on how to package their products pro-ducts together, and to inform them on the many types of components available with which to package. There is a strong interest in packaging from our membership. mem-bership. When an information informa-tion request sheet was sent to them in Utah. There will be noted speakers in medicine and dentistry holding seminar sessions for four hours each day, two hours morning and afternoon, thus allowing the participants ample time to enjoy the recreational opportunities op-portunities in the area. There will be separate but simultaneous medical and dental sessions. The seminar is open to any physicians or dentists who might like to attend. Registration Regis-tration will be available at the Shadow Ridge Conference Con-ference Center on Saturday afternoon, and then morning and afternoons Sunday through Friday. Country Pine Antiques & Decorative Accessories. City. Utah 41t)2(M)m-4MH all Park City and Utah components, over 40 percent returned their sheets and were anxious to become a part of the packaging group's efforts. The end result for all their energies, both lodges and components, is the potential of greater bookings and more business on a year-round basis. Packaging Pack-aging Park City makes it more attractive to a consumer, con-sumer, especially to those who've never been to Park City before. And to those who have, a package can offer them Park City activities they may not have yet tried. In short new and return business is generated a chance for member lodges to increase their occupancies during months that were previously slow. Kim Anderson, director of Group Sales at the Chamber-Bureau, Chamber-Bureau, was quick to point out, "Lodges should remember remem-ber not to give up on packaging. Too many have tried to package and given up too soon, before the marketplace has become familiar with their package. Good packaging ideas will f m Ji J , r f f ' ' J : Park survive and do well. And you have to stick with it, even if profits aren't realized immediately." im-mediately." Consumers demand more for their hard-earned money today, an even stronger argument that a vacation package can provide an economical selection of activities act-ivities at a destination. If all entities involved in a package pack-age tour slightly discount their individual products, the package can be offered at a price nearly the same or less than the sum of each package element purchased individually. And in packaging packag-ing them together through one entity, it becomes easier to facilitate vacation planning, plan-ning, both for the consumer and the travel agent. Hence, more incentive to buy or sell the package. A thoroughly-developed thoroughly-developed packaging program pro-gram provides a benefit to all concerned: the lodges and components realize more business, the travel agent realizes a commission on the package, and the consumer realizes a good deal when he sees it. The efforts of the Chamber luxury 3-bedroom condominiums from $220,000 in Citv Bureau's Packaging group are starting to take shape. Under the direction of packaging pack-aging chairperson, Heide Alsop of Deer Valley Lodging, Lodg-ing, they will continue to educate member lodges and components as to the process and benefits of packaging their individual products. But in the long run, it is up to those entities, their energies and creativity, to develop and promote vacation packages pack-ages that are appealing to consumers and travel agents. When Kim Anderson goes out on the road to sales shows, she can help promote those packages as can the entire Chamber-Bureau staff, through information requests, personal sales efforts ef-forts to WATTS-line calls, and through press releases to travel industry publications. publica-tions. The Chamber-Bureau is working to put Park City packaging back on its feet. If you'd like to know more on how your business can be promoted and enhanced as part of a Park City package, contact Kim Anderson at the Chamber-Bureau (649-6100). i 1, 1, , 4 r i .... never before offered at such affordable prices. ... visit our mode!, open from 12-6 p.m. daily, or call your favorite Broker. ... for further information, telephone 649-3968 or 649-1 200. W(0)P Deer We cater: Private dinners and parties Hors D'oeuvres Trays Skiers Picnic Lunches Gourmet Appetizers .jgfffy Linzer Hearts and Meringue Mushrooms i Chefs: Lauri McCoy, Ned Tilson Park City, 649-1683 Salt Lake City, 531-1592 LETTERHEADS BUSINESS CARDS FLYERS BROCHURES FORMS POSTERS ADVERTISING PMT VV E DO ESETTING DESIGN BUSINESS CARDS BROCHURES FORMS FLYERS LETTERHEADS POSTERS ADVERTISING LABELS LOGOS MAILERS PMTS TYPESETTING DESIGN BROC DESK P R LETTERHEADS BUSINESS CARDS FLYERS BROCHURES FORMS POSTERS ADVERTISING LABELS LOGOS MAILERS PMTS TYPESETTING DESIGN FLYERS BROCHURE 6 4 9 - 9 0 1 4. ERHEADS POSTERS MAILERS PMTS ADVERTISING DESIGN LOGOS LABELS TYPESETTING Valley Distinctively Catered Cuisine Specialty items include: Homp baked break & pastries Terrines pates Quiche fresh pastas r rpnes and more I N T I Deer Valley ... simply the best. N CTERS SING |